packaging

the means of physically protecting and selling a product. Functionally, packaging protects products whilst they are in transit and being stored, enables products to be sold in convenient retail packs in standard WEIGHTS AND MEASURES, and identifies the contents of the package by means of labelling.

In addition, packaging may play an important part in marketing a product, particularly when products are being sold on a SELF SERVICE basis. The attractiveness of the colour and design of the package is important in attracting the attention of the buyer. In addition, the use of BRAND NAMES on packaging reinforces the perceptions of the brand at the point of sale.

Packaging can take a variety of forms including metal and plastic containers, and paper and cardboard cartons, and a firm's choice of packaging material will depend upon the characteristics of the product (for example, liquid or solid), the comparative cost of the material and its appearance and customer appeal. See PROMOTIONAL MIX.

packaging

the means of protecting and selling a product. Functionally, packaging protects products while they are in transit and in storage, enables products to be sold in convenient retail packs and identifies the contents of the package by means of labelling.

In addition, packaging may play an important part in marketing a product, particularly when products are being sold on a SELF-SERVICE basis. The attractiveness of the colour and design of the package is important in attracting the attention of the buyer. In addition, the use of BRAND names on packaging reinforces the perceptions of the brand at the point of sale. See PRODUCT DIFFERENTIATION.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005

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